Remember the Elizabeth Arden Red Door Salon and Spa at The Westchester in White Plains? Although it became a victim of the Covid-19 pandemic, it in a sense lives on at Farida Studio Inc., also in White Plains, which we reported on in July 2024. The Red Door connection has been underscored by the spa’s expansion, from 4,500 square feet to 7,500 square feet, including two more treatment rooms, bringing that total to eight; a salon offering hair, nail and makeup services; and a room devoted to the Yume Head Spa, a Japanese hair and scalp treatment system.
“In fact, a team of eight senior hair stylists have joined us,” Farida said. “And yes, they all previously worked with us at Red Door. The build-out from planning to completion took a year. Although challenging, I have to say that our contractors and vendors were amazing, and we are thrilled with the new space.”
Eye on Small Business was delighted to renew old acquaintance with Farida, who always had big plans for her aesthetics business:
Farida, tell us about your background. Was the spa an early passion?
“I was born and raised in Neelankarai, a small village in South India. As a child my mother taught me the importance of skin care. In India, I became a professional aesthetician and worked as a teacher in a cosmetology school.
“I married an American and migrated to the U.S. in 2010. Once I came to the U.S., I became a licensed aesthetician and joined Red Door (in The Westchester) in 2013 as the head of aesthetics….”
You opened Farida Studio in the middle of Covid. Was that because you were already committed to opening and were some way “down the line” – otherwise it sounds like a brave, certainly risky – thing to do. Can you elaborate, please?
“Sadly, when Covid hit, the owners of Red Door filed liquidation bankruptcy and closed all 30 locations. Overnight I lost my job, my team and my clients. My passion for the business drove my decision to create my own brand and open my own wellness and beauty business. I started with one room on Hamilton Avenue in White Plains. I hired two team members from Red Door and opened for business in June of 2020, once the Covid restrictions were lifted.”
You say on your website that “Beauty is an experience, not a service.” Can you expound on that a little?
“At its core, Farida Studio is a hospitality business. The people we serve are our ‘guests,’ not customers or clients. Our philosophy is to provide the guests with some time to de-link from the stresses of life and feel welcome as a member of the Farida family.”
As much as it’s possible to say, what’s the broad demographic of your “guests”?
“Our guest profile spans all generations. We offer antiaging as well as teen acne treatments. Hair services range from traditional perms to the latest trend in hair styles. In many cases, we provide treatments for the whole family, mom, dad, teens and grandparents.”
In relatively tough economic times, are guests still “spending”? Can you give us an idea of the average guest spend?
“Wellness and beauty needs are generally a top priority even in tough economic times. All of the treatments we offer are primarily a necessity delivered within a luxurious experience. The average guest spends about $200 per visit.”
After a basic cut and color, what is your most popular treatment?
“Our most popular wellness experience is our signature facial, which gets rave reviews on Google.”
Any plans for further expansion in, say, the next five years?
“At the moment, our only focus is to grow our existing location. As you know, the population of Westchester, especially White Plains, is growing and we intend to grow with it.”
Lastly, what would be your best advice to a young beauty professional starting up on his or her own?
“Make sure you are planning a business you are passionate about and stay focused on it. Expect to make mistakes and learn from them. There is nothing more important than a positive attitude. And yes, be ready to work 24/7. Success takes grit, patience and consistent effort, not just quick wins.”
